Sony Computer Entertainment Europe

PlayStation’s Gangs of London is a video game battle for territory in a detailed likeness of London. This campaign used a variety of channels to involve consumers in a real-life gangland hunt in secret locations online and in central London, ultimately driving participants to purchase the game.

Sony Computer Entertainment Europe

20:20 London

CATEGORY

Leisure and Travel

THE TEAM

Peter Riley – Creative Director Mark Riley – Planning Director Hugo Bierschenk – Creative Dean Woodhouse – Creative Chelsey Cotton – Account Manager

WHAT IS WONDERFUL...?

PlayStation's Gangs of London is a gaming battle for territory in an incredibly detailed likeness of London. We involved consumers in a real life gangland hunt. Email response was 16.5% and pre-registration from our cryptic message was oversubscribed by 200%.

OBJECTIVES

Involve consumers in a real life gangland hunt, in secret locations online and...

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